Twitter Strategy for Funky Brand

TIMBUK2 | MEDIA STRATEGY 2009

ARIELLE SCOTTAMY YOUNG

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Using Twitter to Create a San Francisco Brand

CURRENT SITUATION | RECOMMENDATION | IMPLEMENTATION | IMPACTGROUP OF TWO| UGBA 196

Agenda Executive Summary Current Situation

Current StrategyCompetitor Analysis

RecommendationTwitter TenetsQuick Recommendations“Slice of San Francisco” Marketing StrategyEncouraging Customers to Use Twitter

Implementation Impact Analysis


Executive Summary

Timbuk2 can utilize Twitter to help brand Timbuk2 bags as an essential part of San Francisco identity.


Current Timbuk2 Twitter Page Good customer interaction, but still room for

improvement


Current Situation

Lack of integration with other web properties Busy background Few sales or goal-oriented tweets Lack of contribution to popular topics

Strengths

Strong, active presence in social media

Blog, Twitter, Facebook, Flickr

Moderate follower count (3,284 on Twitter) Strong user interaction Strong customer service channel

WeaknessesTimbuk2 has much potential to leverage Twitter in branding efforts


Much more expensive, much smaller customer baseRelies more on viral marketingNot present on Twitter (but present on Facebook)More website-oriented

Smaller follower base (202 users)Tweets are protected

“SF” present in name 943 Twitter followersCreative tweets

“And the winner is....20 min. And we will all know.”

Enforces brand lifestyle with relevant tweets

Competitive Analysis


Competitive Analysis: ChromeBagsSF

Effective space utilization

“SF” present in name

Moderate following

Creative tweets hook browsers into followers


Competitive Analysis: Rickshawbags

Much smaller following

Deters casual browsers from interacting with brand


Strategy

sparkspark interest

engageengage

customers

champion champion brand lifestyle

Branding Strategy

Integrate Twitter into overall brand message to build customer loyalty


Twitter TenetsFollow guidelines to maximize customer experience

Engage with customersFollow, respond, and interact with customers onlineEngage with customersFollow, respond, and interact with customers online

Integrate all social web propertiesStay consistent throughout all platforms

Be transparentBe authentic to build rapport with online communityBe transparentBe authentic to build rapport with online community

Be personal and targetedBe strategic; don’t tweet too much

Start—don’t push—conversationsStart—don’t push—conversations


Quick RecommendationsImprovements that can be implemented

immediately


Developing the SF Brand: A Marketing StrategyTie in “San Francisco” identity to every brand

message


Encouraging customers to use Twitter


Implementation

Assess current practicesDecide whether or not to expand campaign to other communities

Sync social media outlets with each otherPut links to social media outlets in prominent placesIntegrate SF into Twitter page appearance

Build rapport with customers; be more personalTweet about relevant events to enforce brand lifestyle

Form partnerships; cross-promote events, products, etc.Hold contests, launch Twitter-specific incentives


Twitter Screenshot: After

Available: http://www.twitter.com/timbuktweet


Impact Analysis

San Francisco Brand Identity

Viral marketing saves money and increases authenticity of the message

SF imagery reinforced on multiple platforms will associate Timbuk2 with San Francisco

Relevant events and promotions help strengthen Timbuk2’s brand lifestyle

Customers feel listened to Customers get prompt

responses to their concerns Greater customer loyalty

Improved Customer Relations Effective, Low-cost Marketing


Q&AExecutive Summary

Current SituationCurrent Strategy

Competitor Analysis

Recommendation

Twitter Tenets

Quick Recommendations

“Slice of San Francisco” Marketing Strategy

Encouraging Customers to Use Twitter

Implementation

Impact Analysis

Twitter Strategy for Funky Brand

Technology

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